0:00:03 > 0:00:05Jacqueline Gold is the queen of raunchy retail,
0:00:05 > 0:00:08but can she make sure the Ann Summers brand keeps its buzz?
0:00:08 > 0:00:11Women have changed. They're much more aware of their sexuality
0:00:11 > 0:00:13and they want to take charge in the bedroom.
0:00:13 > 0:00:17With more than 150 adult stores across the country,
0:00:17 > 0:00:19Gold has revolutionised the high street.
0:00:19 > 0:00:23But selling sex hasn't always been an easy ride.
0:00:23 > 0:00:26I think I've got the idea! Can I stop now?
0:00:26 > 0:00:2812 years ago,
0:00:28 > 0:00:31Ann Summers was struggling to cope with its rapid expansion.
0:00:31 > 0:00:34To find out more about the challenges facing her business,
0:00:34 > 0:00:38Gold took part in the BBC series Back To The Floor.
0:00:38 > 0:00:42Joining the workers proved to be a challenging experience.
0:00:42 > 0:00:45This must make me look really useless.
0:00:45 > 0:00:46I think I've been set up here.
0:00:46 > 0:00:49Over the course of one demanding week,
0:00:49 > 0:00:51the cameras followed Gold
0:00:51 > 0:00:54as she discovered the truth about her business.
0:00:54 > 0:00:57Well, you could always make it longer!
0:00:57 > 0:00:58LAUGHTER
0:00:58 > 0:01:01Now, over a decade on,
0:01:01 > 0:01:04the boss is heading back to the shop floor.
0:01:04 > 0:01:06This is all-singing, all-dancing,
0:01:06 > 0:01:08- it does everything... - The ultimate one.
0:01:08 > 0:01:10It does everything except put the bins out.
0:01:10 > 0:01:12And she's more determined than ever
0:01:12 > 0:01:16to find out what's happening at the front line of saucy sales.
0:01:16 > 0:01:20I'm not quite sure why they've been in there so long, but...
0:01:43 > 0:01:46Jacqueline Gold is one of the country's richest
0:01:46 > 0:01:48and most successful businesswomen.
0:01:48 > 0:01:50Her company, Ann Summers,
0:01:50 > 0:01:53has changed the face of Britain's high streets
0:01:53 > 0:01:56with its chain of adult stores.
0:01:56 > 0:02:01Today, she's celebrating the latest addition to her retail empire.
0:02:01 > 0:02:05We don't just sell amazing underwear and amazing sex toys -
0:02:05 > 0:02:08we do, in fact, sell orgasms.
0:02:08 > 0:02:10- Ooh!- Woo!
0:02:11 > 0:02:16Gold's latest store highlights the company's raunchiest products.
0:02:16 > 0:02:18We've gone through different stages
0:02:18 > 0:02:20and I think certainly where the product was concerned,
0:02:20 > 0:02:22our customers at one point felt we weren't sexy enough.
0:02:22 > 0:02:27'Women have changed. They're much more aware of their sexuality.'
0:02:27 > 0:02:29The store's more risque products
0:02:29 > 0:02:32- including the bestselling Rampant Rabbit -
0:02:32 > 0:02:34have now been thrust centre stage.
0:02:34 > 0:02:38Our vibe bar is now in the centre of the store
0:02:38 > 0:02:42because that's what customers come in, they want to see.
0:02:42 > 0:02:45And of course, we have the iconic rabbit, you know,
0:02:45 > 0:02:48acting like a celebrity in the middle of it all.
0:02:48 > 0:02:51The company has certainly come a long way since its roots
0:02:51 > 0:02:55as a small chain of licensed sex shops.
0:02:55 > 0:02:57When we first started, it was very clinical.
0:02:57 > 0:03:00You know, there was the raincoat brigade, there was...
0:03:00 > 0:03:0210% of our customers were women
0:03:02 > 0:03:05so it was a very small percentage of women coming into the stores.
0:03:05 > 0:03:08'We are now much more edgy, much more witty
0:03:08 > 0:03:12'so there's been a little bit of a turnaround.'
0:03:14 > 0:03:17Gold joined the family firm as a wages clerk
0:03:17 > 0:03:20but it wasn't long before she spotted an opportunity.
0:03:22 > 0:03:25'I was invited to a Tupperware party
0:03:25 > 0:03:27'and it was at that party that...'
0:03:27 > 0:03:32women knew that I was working at Ann Summers, albeit for work experience.
0:03:32 > 0:03:36They just said to me, "We really want to be able to buy sexy underwear
0:03:36 > 0:03:39"but we're too embarrassed to go into a sex shop
0:03:39 > 0:03:41"So why don't you do Ann Summers parties?"
0:03:41 > 0:03:45And I thought, "This sounds like an interesting idea."
0:03:46 > 0:03:49The Ann Summers party was an overnight success
0:03:49 > 0:03:52and before she knew it, she was running the company.
0:03:54 > 0:03:57Gold's next target was the high street.
0:03:57 > 0:03:59But as her retail empire grew,
0:03:59 > 0:04:03the company struggled to cope with its rapid expansion.
0:04:03 > 0:04:05We were growing at rate of 20% a year
0:04:05 > 0:04:08so we were throwing people at the problem,
0:04:08 > 0:04:11it was constant firefighting.
0:04:11 > 0:04:13And a lot of things are missed when that happens.
0:04:15 > 0:04:19To find out more about the problems facing her company,
0:04:19 > 0:04:20Gold decided to take part
0:04:20 > 0:04:24in the BBC documentary series Back To The Floor.
0:04:24 > 0:04:29The cameras followed her over the course of one very demanding week.
0:04:29 > 0:04:31'I was fairly new as a CEO,
0:04:31 > 0:04:35'I'd only been in the role for a few years
0:04:35 > 0:04:39'so on that basis, I just thought this was a quite good opportunity'
0:04:39 > 0:04:42to really get the chance to see what was going on.
0:04:47 > 0:04:48Now, 12 years on,
0:04:48 > 0:04:51Gold is going to relive her Back To The Floor experience,
0:04:51 > 0:04:53watching the documentary again.
0:04:59 > 0:05:00Oh, they're good!
0:05:01 > 0:05:03LAUGHTER, CLAPPING
0:05:09 > 0:05:11For me, it was so important,
0:05:11 > 0:05:15being able to go through this experience,
0:05:15 > 0:05:18even though it was actually quite challenging for me
0:05:18 > 0:05:20because it was outside my comfort zone.
0:05:20 > 0:05:24But I learned a huge amount from the experience.
0:05:28 > 0:05:31It was 7:30am - clocking-in time for the staff...
0:05:33 > 0:05:35..but problems with her car's navigation system
0:05:35 > 0:05:37meant that Gold was late.
0:05:40 > 0:05:43Her first job was on the lacy bra line.
0:05:43 > 0:05:48Try it that way first, that's with the undercup on the top first.
0:05:48 > 0:05:49This isn't going to line up.
0:05:49 > 0:05:51'My goodness, it just seems'
0:05:51 > 0:05:55such a long time ago, and yet I remember it like yesterday.
0:05:55 > 0:05:58When you first took over, you said
0:05:58 > 0:06:01you were approachable, "Ask me anything," but we'd never see you.
0:06:01 > 0:06:03- I know! - Obviously, you were ever so busy.
0:06:03 > 0:06:07We've got so many different sites, we must have about 70 stores now.
0:06:07 > 0:06:10- Yeah.- So it's very, very difficult.
0:06:10 > 0:06:13- We feel like we've been dumped.- Aww.
0:06:13 > 0:06:15'Looking back, I think, at that time
0:06:15 > 0:06:18'it was such a rapidly growing business.
0:06:18 > 0:06:19'Sometimes things slip
0:06:19 > 0:06:24'and sadly, it was very difficult to be in all places at the same time.'
0:06:25 > 0:06:28Quality control in the factory was tight.
0:06:28 > 0:06:30Workers were inspected once a day
0:06:30 > 0:06:34and given a green, yellow or red card.
0:06:34 > 0:06:37'I think this is going to be bad news, isn't it?'
0:06:37 > 0:06:39I'll have to put you on a yellow
0:06:39 > 0:06:42because you've gone wider one side than you have the other.
0:06:43 > 0:06:46- Right.- So those will have to be unpicked.
0:06:46 > 0:06:49'I've got to stop talking, really, haven't I?'
0:06:49 > 0:06:5112 years ago,
0:06:51 > 0:06:55there were 70 Ann Summers stores around the country.
0:06:55 > 0:06:57Today, that figure has more than doubled.
0:06:57 > 0:06:59But facing a tough economic climate,
0:06:59 > 0:07:03Jacqueline Gold has to work hard to stay ahead of the competition.
0:07:03 > 0:07:05We have to constantly listen to our customers
0:07:05 > 0:07:08and constantly recognise how trends are moving forward.
0:07:08 > 0:07:11I think one of the most important things
0:07:11 > 0:07:14a retailer can do in this difficult time is to make sure
0:07:14 > 0:07:16they do stand out from the crowd
0:07:16 > 0:07:19and that's something we've always done
0:07:19 > 0:07:21and something we will continue to do.
0:07:21 > 0:07:25To find out how she can improve her company,
0:07:25 > 0:07:29Gold is once again joining her staff on the shop floor.
0:07:29 > 0:07:32This time, she'll be working as a sales assistant
0:07:32 > 0:07:35in one of the company's biggest stores at Bluewater in Kent.
0:07:36 > 0:07:39I am really looking forward to going back to the floor.
0:07:39 > 0:07:43I'm especially looking forward to engaging with the staff
0:07:43 > 0:07:48and finding out what we can learn from customers and from our staff.
0:07:48 > 0:07:51I mean, there's really no better way to learn
0:07:51 > 0:07:55than going back to the floor and learning more about your business.
0:07:55 > 0:07:58To start off her working day, she meets store manager Christine.
0:07:58 > 0:08:01- Great to meet you.- And you.
0:08:01 > 0:08:03I'm looking forward to working in your store today.
0:08:03 > 0:08:06We're excited to have you here. If I take you to the till...
0:08:06 > 0:08:09Like every other morning, Christine sets the targets for the day
0:08:09 > 0:08:11and briefs her team.
0:08:11 > 0:08:14Today we need to take £4,000
0:08:14 > 0:08:18so that is a challenge for us, but we know that we can do it.
0:08:18 > 0:08:22So this morning, Jacqueline and Rosie, you're on the vibe circle,
0:08:22 > 0:08:24Jess, you're on greet
0:08:24 > 0:08:26and Tash, you're on lingerie.
0:08:26 > 0:08:28Gold will have to sell vibrators.
0:08:28 > 0:08:33Her target is to shift ten of the handbag-sized ones called Bullets.
0:08:34 > 0:08:37It's sales time.
0:08:37 > 0:08:40Gold tries to sell her first Bullet.
0:08:40 > 0:08:42Can I just put this in your hand
0:08:42 > 0:08:45because you have to feel how powerful it is
0:08:45 > 0:08:48- Right, yeah, my friend's got one. - Hold your hand...
0:08:48 > 0:08:50If you hold your hand closely.
0:08:50 > 0:08:54Every girl should have one in their handbag.
0:08:54 > 0:08:57- Just to travel round with?- It's discreet, it's quick, it's powerful.
0:08:57 > 0:09:00- I can feel. - ..and it's only £5 if you buy...
0:09:00 > 0:09:03For a first attempt, Gold is doing well
0:09:03 > 0:09:06but Rosie is keeping a close eye on her.
0:09:06 > 0:09:08I'm getting some other bits,
0:09:08 > 0:09:10- so I'll get the Bullet.- Fantastic.
0:09:10 > 0:09:13First time lucky.
0:09:13 > 0:09:17Gold goes on to try her selling techniques on two friends.
0:09:17 > 0:09:20They came in to buy an outfit, but she's hoping they'll buy more.
0:09:20 > 0:09:23- You've probably have heard about our Bullets before.- Yeah.
0:09:23 > 0:09:26- But have you heard about the Gold Bullet?- No.
0:09:26 > 0:09:29OK, well, the Gold Bullet is every girl's must-have.
0:09:29 > 0:09:31- Right, OK. - Its perfect handbag size.
0:09:31 > 0:09:33Look, it's on the move already.
0:09:33 > 0:09:36- Can I just tempt you with one Bullet? - Not for me, thank you.
0:09:36 > 0:09:38- How about you? - Shall I think about it?
0:09:39 > 0:09:41I was disappointed with that
0:09:41 > 0:09:45and I think once one said no, the other one sort of said no as well.
0:09:46 > 0:09:50Today, retail stores generate most of the company's sales.
0:09:50 > 0:09:5212 years ago, however,
0:09:52 > 0:09:56the Ann Summers party accounted for a big part of the business.
0:09:58 > 0:10:01Gold's next task was to meet a party organiser.
0:10:02 > 0:10:05- Nice to see you. - Nice to meet you too. Come on in.
0:10:06 > 0:10:08OK.
0:10:08 > 0:10:11New recruits were loaned a starter kit to help them begin.
0:10:11 > 0:10:15Gold was collecting hers from party organiser Mel Bayle.
0:10:15 > 0:10:18She'd never looked through a starter kit before.
0:10:18 > 0:10:21This is a Feline,
0:10:21 > 0:10:24and this is one of the new ones, called Panther.
0:10:24 > 0:10:27The kit - worth £375 -
0:10:27 > 0:10:32should have had enough for a new recruit, but Gold spotted a flaw.
0:10:32 > 0:10:36Just before you carry on now,
0:10:36 > 0:10:40most of the items in my kit were size 10 to 12.
0:10:40 > 0:10:43Why would everything be in a small size
0:10:43 > 0:10:45with the exception of a few 14 to 16?
0:10:45 > 0:10:47- That's what I'd like to know, really.- You don't know?
0:10:47 > 0:10:50No, I don't know. For instance, you only have one bra
0:10:50 > 0:10:53so you'll have to order bras in.
0:10:53 > 0:10:56You can't do a party with one bra!
0:10:56 > 0:10:58You know, at the moment bras are our top sellers
0:10:58 > 0:11:01so it seems ridiculous that there aren't any more in.
0:11:01 > 0:11:05And it wasn't only bras that were missing.
0:11:05 > 0:11:07We definitely need more vibrators.
0:11:07 > 0:11:12- Do you want a calculator?- Yeah.- OK.
0:11:12 > 0:11:15Gold decided to add to her party kit -
0:11:15 > 0:11:17lingerie, prizes for party games,
0:11:17 > 0:11:19hostess gifts, hangers, batteries and vibrators.
0:11:20 > 0:11:24But she had to pay for them with her own money.
0:11:24 > 0:11:27It's quite surprising how quickly it all adds up.
0:11:27 > 0:11:29Yeah, it's £215.
0:11:30 > 0:11:32- See you tomorrow.- Bye.
0:11:35 > 0:11:3812 years on, Gold is working in one of her biggest stores
0:11:38 > 0:11:41in the Bluewater Shopping Centre.
0:11:41 > 0:11:43Can I persuade you to try one on?
0:11:43 > 0:11:45I'll try one on.
0:11:45 > 0:11:47- What size are you?- 32 double-D.
0:11:47 > 0:11:51Wow! Looks brilliant! Really good.
0:11:51 > 0:11:54She's really, really pleased and she looked stunning in them.
0:11:54 > 0:11:56I don't think she came in here to buy a bra
0:11:56 > 0:11:59so I'm quite pleased that she's going out with two.
0:12:00 > 0:12:02Gold is on a roll.
0:12:03 > 0:12:06She's spotted another potential customer.
0:12:06 > 0:12:08Thank you.
0:12:08 > 0:12:11'I'm really pleased about this customer, actually,
0:12:11 > 0:12:12'because when she came over,
0:12:12 > 0:12:16'she'd already purchased her goods from Ann Summers
0:12:16 > 0:12:17'so she was sort of on her way out
0:12:17 > 0:12:21'and I said, "I'd just like to talk to you about our pure lace range."'
0:12:21 > 0:12:23I'm just waiting to hear what she thinks.
0:12:23 > 0:12:25- What's your boyfriend's name?- Alex.
0:12:25 > 0:12:28Alex? Sorry, I think we need your opinion.
0:12:36 > 0:12:37He's gone inside.
0:12:40 > 0:12:44As head of the company, Gold isn't used to being kept waiting.
0:12:44 > 0:12:49I don't want to make them feel like they're being pounced on.
0:12:49 > 0:12:52Not quite sure why they've been in there so long, but...
0:12:55 > 0:12:58He has been there rather a long time, hasn't he?
0:13:01 > 0:13:02After a long wait...
0:13:04 > 0:13:07- ..a positive result. - We got there. Thank you.
0:13:07 > 0:13:09Another sale for Gold
0:13:09 > 0:13:12and two very satisfied customers.
0:13:14 > 0:13:17On Gold's trip to the shop floor,
0:13:17 > 0:13:21she headed back to Mel's to learn the tricks of the party trade.
0:13:24 > 0:13:28Mel had invited fellow party organiser Mandy to help out.
0:13:28 > 0:13:31Hello? Hello!
0:13:31 > 0:13:33Some of the items throughout the catalogue,
0:13:33 > 0:13:38it's quite good to make a funny comment about, OK?
0:13:38 > 0:13:40I usually explain to them what the goods are.
0:13:40 > 0:13:44I'll say, "Look, you have a little peephole here for your cleavage,
0:13:44 > 0:13:45"and this thong back
0:13:45 > 0:13:48"but you'll need to pull it to one side when you go to the toilet
0:13:48 > 0:13:51"cos there's no popper fastener underneath."
0:13:51 > 0:13:54This is your peephole bra, OK?
0:13:54 > 0:13:56Ideal for breast feeding,
0:13:56 > 0:13:58and I say to them,
0:13:58 > 0:14:01"Also comes with a matching pair of crotchless knickers, OK?
0:14:01 > 0:14:05"Ideal if you can't be bothered to get undressed.
0:14:05 > 0:14:09"But also, turn it upside-down, you've got yourself a bra top."
0:14:09 > 0:14:11Then I tell them to make sure they've washed it
0:14:11 > 0:14:12before they turn it upside down.
0:14:12 > 0:14:14Oh, my God!
0:14:14 > 0:14:16LAUGHTER
0:14:16 > 0:14:17No, I mean...
0:14:17 > 0:14:21She's thinking, "We're going to have a really clean party here!"
0:14:21 > 0:14:24To be honest, this is probably the bit I'm dreading the most.
0:14:24 > 0:14:28- You've got to have a certain personality.- I can't talk like that.
0:14:28 > 0:14:32'It's very funny, I can't actually believe how embarrassed I was.'
0:14:33 > 0:14:36Certainly I think, as you get older, you become much more immune
0:14:36 > 0:14:40cos I cannot possibly imagine myself being embarrassed today.
0:14:40 > 0:14:41You don't know what you're missing.
0:14:41 > 0:14:44It's less messy, doesn't roll over and go to sleep afterwards.
0:14:44 > 0:14:46It doesn't answer back.
0:14:46 > 0:14:48You haven't got to make sure you finish it off first.
0:14:48 > 0:14:51- Mandy!- Hang on, I've got to write this down.
0:14:51 > 0:14:53LAUGHTER
0:14:53 > 0:14:56I really don't think this is me, actually, Mel.
0:14:57 > 0:14:58'This is really not me.'
0:14:58 > 0:15:01This is your experience of our Ann Summers.
0:15:01 > 0:15:04- So open up your condom... - Mel, are you listening to me?
0:15:04 > 0:15:07Even unrolling condoms was proving tricky.
0:15:07 > 0:15:11- Which way?- It doesn't matter. - That way?- Which way's inside out?
0:15:11 > 0:15:14- How do you do it? - Just open it up like that.- OK.
0:15:14 > 0:15:16- Just open the condom right up. - Hang on. So...
0:15:16 > 0:15:18You can use balloons instead of condoms.
0:15:18 > 0:15:21I use balloons. I can't stand the feel of these.
0:15:21 > 0:15:24These girls aren't going to do this? Will you make me blow it up?
0:15:24 > 0:15:26- No.- Well, not quite.
0:15:26 > 0:15:31Then what you do is hold it tightly over the end of your pump. OK?
0:15:31 > 0:15:33Can't believe you've got me doing this!
0:15:33 > 0:15:37You might think because it's a foot pump, you have to use your foot
0:15:37 > 0:15:40- but you don't.- Obviously not, no. - Are you ready?
0:15:40 > 0:15:41Your arse? OK.
0:15:41 > 0:15:43- Ready?- I can't get down...
0:15:43 > 0:15:45PUMP SQUEAKS
0:15:45 > 0:15:49- The first person to blow their... - I can't do it!
0:15:49 > 0:15:52The first person to blow their condom up...
0:15:52 > 0:15:54'They were great girls, actually.'
0:15:54 > 0:15:56I think I've got the idea. Can I stop?
0:15:56 > 0:15:58'It was quite a challenging experience, I can't deny'
0:15:58 > 0:16:01though obviously outside my comfort zone,
0:16:01 > 0:16:04didn't know what was going to be thrown at me,
0:16:04 > 0:16:06but I wouldn't change anything
0:16:06 > 0:16:09because it was such a fantastic learning curve for me.
0:16:11 > 0:16:13Morning, Lynn. How are you?
0:16:13 > 0:16:16The next morning, it was Gold's last day at the factory.
0:16:17 > 0:16:21- You all right?- I'm fine.
0:16:21 > 0:16:25At the time, the basic wage was £156 per week,
0:16:25 > 0:16:28which increased with piece work.
0:16:28 > 0:16:32But on that particular day, work was in short supply.
0:16:32 > 0:16:33This is all we've got.
0:16:33 > 0:16:37- Do you know why that is?- Uh, no. - Have you told Ivy?- Yeah, she knows.
0:16:37 > 0:16:40- Were you girls working on the same thing?- Yeah.
0:16:40 > 0:16:43And you're just waiting for Ivy to sort you something else out?
0:16:43 > 0:16:45Realistically, how long could you be sitting there
0:16:45 > 0:16:49waiting for something to do, whatever it might be?
0:16:49 > 0:16:51It could be a day, it could be more.
0:16:51 > 0:16:54- So literally sitting there, reading a book or...- Yeah.
0:16:54 > 0:16:57For the girls in the factory, I was devastated, you know,
0:16:57 > 0:16:59as I learned that even two hours,
0:16:59 > 0:17:02two hours' work - a loss of two hours' work, sorry -
0:17:02 > 0:17:05was having a great impact on their income,
0:17:05 > 0:17:08something that I hadn't previously realised.
0:17:08 > 0:17:12'But that's why I went back to the floor, to discover these things.
0:17:12 > 0:17:16'Thank God I did, because I would have never learned it.'
0:17:16 > 0:17:19Gold was so worried about what she'd heard,
0:17:19 > 0:17:21she decided to confront the manager.
0:17:21 > 0:17:24What's your feeling about the situation?
0:17:24 > 0:17:27The way we see it is, if you own us,
0:17:27 > 0:17:32it doesn't make sense to pay girls here to sit and do nothing
0:17:32 > 0:17:36and part of ranges that we could be producing for you go elsewhere.
0:17:36 > 0:17:39I mean, I remember at the time feeling absolutely gobsmacked
0:17:39 > 0:17:44that there were periods of time that the factory wasn't working.
0:17:44 > 0:17:48But the good news is, we were able to increase the orders
0:17:48 > 0:17:52and I think there was a lack of understanding of how important it was
0:17:52 > 0:17:55to keep the factory working and profitable.
0:17:59 > 0:18:03Today, Gold understands the importance of keeping her ear to the ground.
0:18:03 > 0:18:06Over their lunch break at Bluewater,
0:18:06 > 0:18:08she talks to manager Christine.
0:18:08 > 0:18:12The first thing I'd like to know is how you think it's going today.
0:18:12 > 0:18:15I'm actually really impressed, cos I know you were nervous,
0:18:15 > 0:18:19at how quickly you've dived straight in there, serving the customers.
0:18:19 > 0:18:22This is an opportunity for me to find out from you
0:18:22 > 0:18:25if there's anything you want to tell me about today,
0:18:25 > 0:18:27whether if there's anything, if you were in my position,
0:18:27 > 0:18:30that you would like to do or you'd like me to do
0:18:30 > 0:18:33to make changes or consider where we can improve the store.
0:18:33 > 0:18:36I think, with our store,
0:18:36 > 0:18:38the stock room causes me a problem
0:18:38 > 0:18:40because we have a tiny space compared to our shop floor
0:18:40 > 0:18:45and we do sometimes have too much stock of certain items.
0:18:46 > 0:18:50After lunch, Gold and Christine have a look at the root of the problem.
0:18:50 > 0:18:53If I show you what we're facing in the stock room
0:18:53 > 0:18:56at this time of the year as we've got more novelty items in,
0:18:56 > 0:18:58things like the Penis Pasta,
0:18:58 > 0:19:01we've got about 50 of these in stock at the moment.
0:19:01 > 0:19:03Same with the Marshmallow Willies,
0:19:03 > 0:19:05we've got about 40 of those in stock.
0:19:05 > 0:19:07Between my two deliveries,
0:19:07 > 0:19:10I'm not going to sell anywhere near that amount,
0:19:10 > 0:19:14yet it's clogging up my stock room at the moment.
0:19:14 > 0:19:17I mean, Christine, I do sympathise with you.
0:19:17 > 0:19:20One of the challenges you have here at Bluewater
0:19:20 > 0:19:23is your stockroom just isn't big enough, and unfortunately,
0:19:23 > 0:19:27this is a problem that many retailers experience with shopping centres,
0:19:27 > 0:19:30because retailers want maximum space on the shop floor,
0:19:30 > 0:19:33where it's more expensive to rent.
0:19:33 > 0:19:36So it is a challenge and it is something we are addressing.
0:19:36 > 0:19:39You know, one of the things we're looking at at the moment
0:19:39 > 0:19:40is more frequent deliveries,
0:19:40 > 0:19:43which means you can rotate your stock more often
0:19:43 > 0:19:45and we are trialling this at the moment.
0:19:45 > 0:19:48There are other gadgets we can also use
0:19:48 > 0:19:50to help maximise the space in here as best as we can.
0:19:50 > 0:19:55Just like today, Gold's task 12 years ago
0:19:55 > 0:19:57was to find out what her customers and staff wanted.
0:19:59 > 0:20:02And to do that, she was on her way to hold an Ann Summers party.
0:20:04 > 0:20:08One of the women from the factory had agreed to be the party hostess
0:20:08 > 0:20:12and she'd invited 12 of her friends around.
0:20:20 > 0:20:23The more Gold sold, the more she would earn,
0:20:23 > 0:20:27but every expense of the night, like the gifts for the hostess
0:20:27 > 0:20:31and prizes for the games, would be deducted from her commission.
0:20:31 > 0:20:35So is there anyone that hasn't been to an Ann Summers party before?
0:20:35 > 0:20:38Well, that makes three of us.
0:20:39 > 0:20:42Starting with the Fifi, which is at the top of the range...
0:20:42 > 0:20:43Gold began with lingerie.
0:20:43 > 0:20:46This does come with gloves as well.
0:20:47 > 0:20:50I think the party's quite slow, very slow,
0:20:50 > 0:20:54not as exciting as an Ann Summers party could be.
0:20:54 > 0:20:58Gold was taken to one side and given some advice.
0:20:59 > 0:21:03People almost expect you to say something quite,
0:21:03 > 0:21:05not necessarily too rude, but suggestive, maybe.
0:21:05 > 0:21:09You're absolutely right, because I'm not making it entertaining
0:21:09 > 0:21:13in terms of, you know, I'm not doing a comedy act as such.
0:21:13 > 0:21:17Then the risk there is that they might not book another party.
0:21:17 > 0:21:21Jill has got to suck the card on her lips, and very quickly...
0:21:21 > 0:21:25Once the party games started, Gold began to relax.
0:21:25 > 0:21:27LAUGHTER
0:21:27 > 0:21:29Now let go! Let go.
0:21:29 > 0:21:31Oh, no!
0:21:31 > 0:21:33LAUGHTER
0:21:36 > 0:21:39- Oh, look! They're good! - Oh, they're good!
0:21:41 > 0:21:43LAUGHTER, CLAPPING
0:21:46 > 0:21:49The winner got a prize from the Ann Summers catalogue -
0:21:49 > 0:21:51paid for by Gold, the party organiser.
0:21:51 > 0:21:53- There you go.- Thank you.
0:21:53 > 0:21:56Hey! What have you got?
0:21:56 > 0:21:58"Music To Strip"?
0:21:58 > 0:22:00It was great fun to watch, actually,
0:22:00 > 0:22:02and I certainly warmed up as the party went on.
0:22:02 > 0:22:06But selling lingerie was only half of the task -
0:22:06 > 0:22:09Gold had to sell sex toys as well.
0:22:09 > 0:22:11We're starting off with the Purple Pulser.
0:22:11 > 0:22:14Get your laughing gear around that!
0:22:15 > 0:22:17Now, girls, this is the real feel
0:22:17 > 0:22:21and I promise you when this is passed around
0:22:21 > 0:22:23you'll realise how lifelike it is.
0:22:23 > 0:22:25Too small!
0:22:25 > 0:22:27No, no, no.
0:22:27 > 0:22:29You could always make it longer!
0:22:29 > 0:22:31LAUGHTER
0:22:33 > 0:22:36The fun over - but what did Gold sell?
0:22:36 > 0:22:39- Would that be any good for you anyway?- No, because it's half-cup.
0:22:39 > 0:22:41Two in black and white?
0:22:41 > 0:22:43Many of the women put in big orders
0:22:43 > 0:22:46but for some, it's the size that matters.
0:22:46 > 0:22:48I really like some of these
0:22:48 > 0:22:52but the problem is, they don't do a 36F. I'm a 36F.
0:22:52 > 0:22:55Since Back to the Floor, we've increased the bra sizes,
0:22:55 > 0:22:58we go up to a 42H now,
0:22:58 > 0:23:01so all of that...
0:23:01 > 0:23:04a lot of that was to do with response to this party.
0:23:04 > 0:23:08Despite the lost sales, Gold thought she'd done well.
0:23:08 > 0:23:11Right, I've just calculated the orders
0:23:11 > 0:23:15and I've sold £218.32.
0:23:17 > 0:23:21The morning after the party, however, Gold was in for a surprise.
0:23:21 > 0:23:24I've sort of roughly worked out
0:23:24 > 0:23:26what we thought your actual profit would be...
0:23:26 > 0:23:31Gold was told what she owed for additions to her kit.
0:23:31 > 0:23:32Straightaway, before you start,
0:23:32 > 0:23:36you owe your account £257.42 approximately.
0:23:36 > 0:23:37What for?
0:23:37 > 0:23:40For all your extra items.
0:23:40 > 0:23:41It adds up very quickly.
0:23:42 > 0:23:44That's all fine.
0:23:44 > 0:23:49Thong thrill, thong fury... It does, doesn't it?
0:23:49 > 0:23:53Gold was over £250 in debt.
0:23:53 > 0:23:57Next, she worked out her profit from the party itself.
0:23:57 > 0:24:00All her expenses had to come out from her commissions.
0:24:00 > 0:24:04Basically, from the party, you made £45.96, OK?
0:24:04 > 0:24:07Right, so minus your prizes,
0:24:07 > 0:24:09your petrol there and back, there and back,
0:24:09 > 0:24:11stationery, your phone bill
0:24:11 > 0:24:14- you're 'posed to phone her three times...- Before the party.
0:24:14 > 0:24:16..and your order line phone
0:24:16 > 0:24:19and then your hostess gift, which is £5.
0:24:19 > 0:24:22You also have your kit rental to come out of that...
0:24:22 > 0:24:2425 now, it's not 250.
0:24:24 > 0:24:29Mel and Mandy calculated that Gold's profit was around £15-20.
0:24:29 > 0:24:32At that meeting, it didn't make sense to me
0:24:32 > 0:24:36how it was possible we had 7,000 party organisers
0:24:36 > 0:24:38that were doing very well
0:24:38 > 0:24:41and the business was doing well. At the end of the day,
0:24:41 > 0:24:44if people don't make money they don't stay,
0:24:44 > 0:24:46so it didn't quite add up to me at the time.
0:24:46 > 0:24:48What I'd like to ask you
0:24:48 > 0:24:53is what do you think the company can do to improve this situation?
0:24:53 > 0:24:56Do you know what I think?
0:24:56 > 0:25:00I think if you do good sales, high sales, get a bonus...
0:25:00 > 0:25:02I really enjoy doing the job
0:25:02 > 0:25:04but for the amount of hours that I have to put in,
0:25:04 > 0:25:07I don't see that I get the benefits from it.
0:25:09 > 0:25:12At the end of her Back to the Floor week,
0:25:12 > 0:25:15Gold took her findings back to head office.
0:25:15 > 0:25:18First on the agenda, the Ann Summers party
0:25:18 > 0:25:20and the lack of products in the starter kit.
0:25:20 > 0:25:24The balance of products that was in there was just totally wrong.
0:25:24 > 0:25:28Bras at the moment are top sellers. There was only one bra in the kit.
0:25:28 > 0:25:31Neither of us were aware of that. I'm actually staggered to find that.
0:25:31 > 0:25:32'Surely, one phone call
0:25:32 > 0:25:35'and we could change that almost immediately, couldn't we?'
0:25:35 > 0:25:37I would like to think so, yes.
0:25:37 > 0:25:40I'm a bit baffled over the earnings issue.
0:25:40 > 0:25:43By not getting the kit right in the first place,
0:25:43 > 0:25:46we're forcing a new recruit to actually invest a lot of money
0:25:46 > 0:25:49which she can't afford, that's why she's joining us in the first place.
0:25:49 > 0:25:54We don't encourage the girls to go and spend £200 or £150 up front.
0:25:54 > 0:25:57We want to make sure that these new recruits stay,
0:25:57 > 0:25:59and they're not burdened by extra costs.
0:25:59 > 0:26:03They've got to feel supported and that they've got the right backup.
0:26:03 > 0:26:08I think the kit at that time was valued at about £375
0:26:08 > 0:26:12whereas we've since, over time, increased it to £500.
0:26:12 > 0:26:17Certainly, we've had great feedback from the organisers because of it.
0:26:17 > 0:26:21Next on the agenda, the lack of work at the factory.
0:26:21 > 0:26:24Of course, it's ridiculous that we have a situation where
0:26:24 > 0:26:27we're paying people to sit there doing absolutely nothing.
0:26:27 > 0:26:29I think perhaps the buying department
0:26:29 > 0:26:32haven't focused enough on increasing their work for Ann Summers
0:26:32 > 0:26:36- and I really think that has to be given priority.- I agree.
0:26:36 > 0:26:39- That's something I can take on board to try to resolve.- OK.
0:26:39 > 0:26:42Despite their efforts to increase the orders at the factory,
0:26:42 > 0:26:46in 2005, Gold was forced to make changes.
0:26:46 > 0:26:49At that time, most of the manufacturing was done in the UK
0:26:49 > 0:26:53so it made sense to set up a manufacturing company
0:26:53 > 0:26:57that was completely company-owned and that we had control over.
0:26:57 > 0:27:01Since then, all of our competitors were moving their suppliers to China
0:27:01 > 0:27:04and we had to keep pace with our competition.
0:27:04 > 0:27:07Sadly, we had to make the decision to close the factory down.
0:27:09 > 0:27:12'I think the lessons that I learned'
0:27:12 > 0:27:15during that week of filming on Back to the Floor
0:27:15 > 0:27:18most definitely benefited the business.
0:27:18 > 0:27:20We now do our own Back To The Floor
0:27:20 > 0:27:24in the sense that all our directors now have to go into store
0:27:24 > 0:27:27at peak times, at Valentine's, at Christmas,
0:27:27 > 0:27:30and to really get to feel what the customer is experiencing
0:27:30 > 0:27:33and also what the staff are going through.
0:27:33 > 0:27:37Back at Bluewater, Gold's working day is drawing to a close.
0:27:37 > 0:27:41Now it's time to find out if she's hit her sales target.
0:27:42 > 0:27:45We've actually managed to sell 19 Bullets today.
0:27:45 > 0:27:48- 19!- So a big thank you to you because you've been part of that.
0:27:48 > 0:27:50So it's not been too disruptive?
0:27:50 > 0:27:52No, not at all, you've been a great help today.
0:27:52 > 0:27:54You girls have been great teachers.
0:27:54 > 0:27:56It's a great opportunity for me
0:27:56 > 0:27:59to thank you for everything you've done
0:27:59 > 0:28:01and just to let you know you're really valued.
0:28:01 > 0:28:03- Thank you very much. - 'I want to be absolutely sure
0:28:03 > 0:28:06'we're doing as much as we can with the customer feedback.'
0:28:06 > 0:28:08I think we are, but it doesn't hurt
0:28:08 > 0:28:11for me to just get a little more involved in that.
0:28:11 > 0:28:14- Bye-bye!- Thank you.
0:28:14 > 0:28:16'I'm definitely pleased I came back to the floor
0:28:16 > 0:28:20'and I highly recommend it to all directors and business leaders
0:28:20 > 0:28:22'to try to do that within their businesses
0:28:22 > 0:28:23'because you learn so much.'
0:29:00 > 0:29:03Subtitles by Red Bee Media Ltd